Email Marketing: How to maintain low opt-out rates

I had the pleasure of attending MarketingSherpa’s Email Summit 2013 a couple of weeks ago, and while I was there, Jim Ducharme, Community Director, GetResponse, an email marketing vendor, asked me how to maintain low email-marketing opt-out rates.

My answer, in a word, was relevance. Watch the video below to find out more.

Relevance is the foundation of lead generation, which is, at its core, a series of conversations. Like real-time conversations, we can’t bore the recipients of our emails by talking about ourselves all the time – we have to discuss what they care about.

If all we do is focus on winning the sale, they’re going to tune out or opt out.

If we focus on how we can help them, we’re going to build trust, and when they trust you, they’ll stick around and likely buy whatever it is you’re selling.

This knowledge provides the context for compelling, relevant conversations your prospects will be eager to be a part of. Below are a handful of articles from the B2B Lead Roundtable blog to help you generate these kinds of conversations with your customers.